Binggrae Targets Global Market with 'Plant-Based Merona'

Expanding Localized Lineup Beyond Melon
Participating in October Paris Food Expo

Binggrae announced on the 27th that it will target overseas markets with its 'Plant-Based Melona.' The plant-based Melona is an export-exclusive product that replicates the original Melona flavor by replacing all dairy ingredients with plant-based materials.

Binggrae developed the plant-based product to overcome customs clearance restrictions faced by dairy-containing ice cream during export. In particular, high non-tariff barriers are applied to imported dairy products in the European region. After years of experimenting with various plant-based ingredients, Binggrae created a plant-based product that preserves Melona's unique texture and flavor without dairy ingredients.

Since last year, Binggrae has started exporting plant-based Melona mainly to Europe, including the Netherlands, Germany, the United Kingdom, and France. In the first half of this year, sales of plant-based Melona in Europe exceeded three times that of last year. Binggrae attributed the sales increase to the product’s entry into mainstream channels and its high popularity within Asian supermarket chains.

Since May, plant-based Melona has been sold at Albert Heijn, a major distribution channel in the Netherlands. It has also recorded high sales rates at major Asian supermarkets such as Go Asia in Germany, Amazing Oriental in the Netherlands, and Oseyo in the United Kingdom.

Binggrae is also expanding its presence in Australia. Currently, it is stocked in major channels such as Woolworths and Coles, receiving positive responses from local consumers. By the end of this year, Melona products in pack units featuring melon, mango, and coconut flavors are scheduled to be introduced at Costco.

Going forward, Binggrae plans to accelerate its European market strategy by expanding its range of plant-based ice cream products. In addition to melon-centered flavors, it will develop flavors preferred by each country. From the second half of the year, sales regions will expand to Eastern and Northern Europe. Additionally, Binggrae will participate in the Paris Food Expo in France this October to raise awareness of plant-based Melona and explore business opportunities within Europe.

Meanwhile, in April, Binggrae replaced the existing Melona with plant-based Melona for export to overcome trade barriers in Canada, where Melona had been popular. A Binggrae official stated, "We will develop localized products such as plant-based Melona to enter various countries and increase the proportion of exports and sales."

This content was produced with the assistance of AI translation services.